Kindergarten to College

About

A comprehensive rebranding initiative for Kindergarten to College (K2C), the nation's first publicly funded universal Children's Savings Account program. Managed by the City and County of San Francisco Office of the Treasurer and Tax Collector, K2C opens a savings account for every child entering kindergarten in San Francisco's public schools, putting students on a path to college from their first day of school.
sfgov.org/k2c

The Challenge

After a decade of operation, Kindergarten to College (K2C) needed a refreshed brand identity that would increase awareness and participation among San Francisco Unified School District families. The challenge was to honor the program's legacy while modernizing its image to resonate with diverse communities across the city. With families from varied cultural and linguistic backgrounds, the rebrand required deep community engagement to ensure the new identity reflected the values and aspirations of the families it serves.

The Approach

The strategy centered on community-driven brand development, ensuring stakeholder voices shaped the creative direction from the ground up. Bilingual listening sessions were facilitated in both English and Spanish to gather audience insights and assess existing brand sentiment. These sessions uncovered what resonated with families, what barriers existed to participation, and how the program could better communicate its value to SFUSD stakeholders.

The insights gathered informed a comprehensive creative framework that balanced accessibility with aspiration—making college savings feel achievable for all families while maintaining the program's vision of universal educational opportunity. The rebrand encompassed every touchpoint: new logo design, comprehensive brand guidelines, marketing collateral, branded merchandise, and experiential elements designed to create memorable connections with families.

The Impact

The rebrand was launched at K2C's 10-year anniversary celebration, attended by Governor Gavin Newsom and Mayor London Breed, highlighting the program's importance at both the state and city levels.

Brand Deliverables:

• New logo and comprehensive brand identity system

• Brand guidelines for consistent application across all channels

• Marketing collateral for schools and families

• Branded merchandise and swag

• Interactive photo display allowing students to be photographed, creating a personal connection to the program

Program Positioning:

• Elevated K2C's visibility as a national model for children's savings accounts

• Modernized the program's image while honoring its 10-year legacy

• Created accessible brand language that resonates with diverse SFUSD families

• Established framework for sustained community engagement and participation growth

The community-centered approach ensured the rebrand authentically represented the families it serves, positioning Kindergarten to College for its next decade of impact in building college-going culture and financial capability across San Francisco.